Global Mobility in the AI Era: Why Hiring Still Needs Humans w/ Sonam Haider #36

What really happens when a company moves talent across borders? In this episode of the Social Good Podcast, Rose talks with Sonam Haider, founder of Aethra Advisory, a talent mobility firm based in Dubai. With more than a decade in global mobility at companies like Amazon, Uber and Deel, Sonam explains why employee relocation needs a human layer, from work visa paperwork to settling in a new country, and why hiring locally is not always possible. We also talk about hiring in the AI era: AI and hiring, layoffs and AI job displacement, remote work, Aethra's plans to expand into employer of record (EOR), and the future of headhunting and global hiring. If you are relocating for work, thinking about moving to Dubai for work, or hiring global talent, this conversation on talent mobility and the future of work is for you.

00:00 Intro: meet Sonam Haider in Dubai
01:56 What is Aethra Advisory? The human layer of talent mobility
06:14 Why not just hire locally?
08:58 The key to finding great talent
11:20 AI, layoffs and job displacement
16:14 How Aethra uses AI for process automation
18:59 15 countries and the move into employer of record (EOR)
22:54 Lessons from scaling at Deel
24:49 Did COVID and remote work change global mobility?
27:38 The future of headhunting and talent mobility

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#GlobalMobility #TalentMobility #FutureOfWork #AIandHiring #SocialGoodPodcast

Sue Rizzello, founder of **Remedy Marketing**, joins the Social Good Podcast to share 35 years of marketing wisdom, from launching Bluetooth globally to running her own B2B agency for two decades, including surviving advanced ovarian cancer while keeping the business alive. She breaks down why case studies and thought leadership are the real proof engines of B2B marketing, why AI can speed up the work but can't create original thinking, and what she'd tell women thinking about starting their own business.

**Timestamps:**
- 00:36 Sue's background: 35 years in marketing, starting Remedy 20 years ago
- 02:42 Closing the agency after being diagnosed with advanced ovarian cancer
- 03:13 Restarting the business in 2013
- 04:22 What inspired her to start Remedy Marketing
- 06:45 How the agency evolved from PR-centric to case studies and thought leadership
- 08:08 What "thought leadership" actually means, and the power of the customer voice
- 09:56 Remedy's "maximum ROI" content model
- 11:11 Why content is still king (or queen) in the age of AI
- 14:46 How Remedy actually uses AI in its own marketing
- 16:08 The industries and verticals Remedy's clients come from
- 17:48 Remedy's three pillars: thought leadership, case studies, and marketing action
- 21:16 What onboarding a new client looks like
- 23:22 Why LinkedIn and YouTube are the two most powerful B2B platforms
- 27:47 The risks of overusing LinkedIn automation tools
- 29:37 Sue's honest take on email marketing today
- 33:01 A case study success story: turning a small software company into a lead-gen machine
- 36:16 What actually makes a good case study
- 38:19 The over 60 ways a single case study can be repurposed
- 43:26 Sue's advice for women entrepreneurs
- 44:45 The setbacks she faced as a woman in the tech industry
- 45:44 Her favorite part of running her own business

**Links:**
- Website: [remedymarketing.co.uk](https://remedymarketing.co.uk)
- Case Study Studio: [casestudystudio.co.uk](https://casestudystudio.co.uk)
- Sue on LinkedIn: search Sue Rizzello

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